Adwords Campaign Structuring

campaign structure

[aam7]

This is my first PPC campaign and I want to structure my campaigns and ad groups properly and need insight from you pros.
I’m not sure if I should create campaigns based on themes or keywords.
Here are the possible theme scenarios:
-People searching for a service cost (painting service cost, estimates, pricing)
-People searching for the service providers (painters, paining service, paint contractors)
-People searching for ideas (painting ideas, paint photos)
-
-The themes can further be expanded to include painting related services such as roof coating, metal finishing, wood restoration and so on.

On the other hand if I create ad groups based on keywords, then themes may nnot be possible:

Ad group 1 (keyword “Painting”)
Painting Services
Painting Contractor

Ad Group 2 (keyword “Commercial Painting”)
Commercial Paining Services
Commercial Painting

Ad Group 3 (keyword “Paint”)
Paint
Paint service
Paint Contractor

So should I go with theme based campaigns which would have similar keywords in different ad groups or use keywords based ad groups and ignore the themes? Or would you recommend something else?

[cyberandroid]

Ad group 1 (keyword “Painting”)
Painting Services
Painting Contractor
-"Commercial"
-"Paint"

Ad Group 2 (keyword “Commercial Painting”)
Commercial Painting Services
Commercial Painting
-"Paint"
-[Painting Services]
-[Painting Contractor]

Ad Group 3 (keyword “Paint”)
Paint
Paint service
Paint Contractor
-"Commercial"
-"Painting"

[toast the most]

Rule of thumb that I use is - if the keyword isn't in the ad text then consider putting it in its own ad group. Not always necessary/possible but try and stick to it as much as possible to make sure your ad texts are always SUPER relevant.

[netmeg]

Actually, I'd go with keywords for Search and themes for the Content Network.

And if you are targeting a specific location or locations, you'll need to figure that into the mix as well.

[aam7]

I understand that keywords are important in ad text. My main questions is that If It's better to structure my campaigns according to concepts rather than keywords? The concepts could be:

- Cost (painting service cost, estimates, pricing)
- Providers (painters, painting service, paint contractors)
- Ideas (painting ideas, paint photos)

If I structure my campaigns according to concepts then I would need to spread out similar keywords in different campaigns. Notice that "Painting" exists in different concepts above.